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Meta’s new beneficiary and payer requirements: An overview

Due to the EU Digital Service Act (DSA), new regulations require all digital advertisers on Meta to indicate which organization or business is benefitting (‘beneficiary’) from the ad. In addition, you also need to indicate who is paying for the ads (‘payer’), if such differs from the beneficiary.

The goal of the Digital Service Act is to provide a safer online space with more innovation, transparency and a level playing field for all advertisers present. A key initiative is thereby better transparency in the financing of digital ads.

Overview of the EU Digital Service Act.

With Nexta, we are offering partners an automatic solution that indicates the payer and beneficiary in the Meta settings. Learn more below.

In this article, we will give a comprehensive overview of:

What does the DSA require from Meta and its advertisers

The new EU Digital Service Act regulation requires Meta to provide information the natural or legal person on whose behalf the advertisement is presented” (the beneficiary of the ad) and, where different, “the natural or legal person who paid for the ad” (the payer of the ad).

As the new regulations apply to all advertisers that are targeting some or all of the EU regions or countries, the regulation applies to all of Nexta’s current partners.

From the 10th of July, all advertisers need to at least indicate the beneficiary of the ad. In addition, some advertisers need to add a payer if such differs from the beneficiary.

The new beneficiary and payer settings in the Meta Business Manager.

The two typical use cases of Nexta’s partners

Traffic leading to the website of the end client (publishers)

In the case of our publisher partners, there is typically a difference between beneficiary and payer. With Nexta’s standard set-up, advertisers are using the partner’s business manager to pay for the advertiser’s ad with traffic to the advertiser’s website. This means that in the future, Nexta’s partners must declare both the beneficiary and payer through Meta’s new settings.

Traffic leading to the website of the partner (marketplaces)

In the case of our marketplace partners, there is typically no difference between the beneficiary and payer, as traffic leads to the partner’s website. This means that in the future, Nexta’s partners must only declare the beneficiary through Meta’s new settings.

How Nexta is supporting the changes

At Nexta, we want our partners to feel no impact by the new changes required by the EU DSA regulations and Meta requirements. That is why we have built an automatic solution that declares the beneficiary and payer. What we declare depends on the use case.

Traffic leading to the website of the end client (publishers)

In this case, we will declare:

  • The client as the beneficiary

  • The partner as the payer

The information will be taken out of the client and agency client settings in Nexta.

Traffic leading to the website of the partner (marketplaces)

As a result, with Nexta's automated solution, partners will not need to change anything from their side and can just continue booking campaigns as they are used to.

In case there are any more questions please contact your account manager.


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